福山植物園生態旅遊服務品質研究

Ecotourism Service Quality at Fushan Botanical Garden

林俊成(Jiunn-Cheng Lin) ； 陳麗琴(Lih-Chin Chen)

《台灣林業科學》 21卷4期 (2006/12) Pp. 473-489

https://doi.org/10.7075/TJFS.200612.0473

摘要

本研究以農委會林業試驗所福山植物園為調查地點，以SERVQUAL服務品質差距模式為基礎，建構出生態旅遊服務品質量表。藉由現場問卷調查，分析遊客對福山植物園生態旅遊之行前期待感及實際認知度之差距，並詢問遊客之整體滿意度及重遊意願。調查結果顯示：使用配對T檢定分析結果，在35個問項中，有22個問項在遊客行前期待感與實際認知度兩者間具有顯著差異，並以因素分析從遊客行前期待感與實際認知度差距之影響問項中萃取出「遊憩設施與安全」、「環境教育與資訊」、「遊客服務與解說教育」、「特色與效益」、「遊客行為規範」、「遊憩使用管制」等6個因素構面，其累積變異量為59.22%。整體而言，行前期待感平均值為4.37，實際認知度平均值為4.39，整體服務品質差距值為0.02，但差距不大。遊客對福山植物園整體服務品質感到滿意及非常滿意者有93.2%，非常願意及願意再次重遊的遊客比例也高達93.3%，且隨整體滿意度增加而重遊意願增加。

關鍵字

服務品質 ； 遊客滿意度 ； 福山植物園

並列摘要

In this study, we applied modified SERVQUAL instruments to examine gaps between visitors' expectations and perceptions of the ecotourism service quality offered at Fushan Botanical Garden, Ilan Co., northeastern Taiwan, and the relationship between overall visitor satisfaction and revisiting intentions. In total, 439 visitors were surveyed using an on-site interview method. There were significant differences between visitors' expectations and perceptions for 22 of 35 items by paired t-test. The results showed that the overall mean of the expectations and perceptions were 4.37 and 4.39, respectively. This means that visitors' level of satisfaction on site was better than their expectations. We also performed a factor analysis on the service quality gap scores of 22 items, and 6 factor dimensions were established: ”facilities and safety”, ”environmental education and information”, ”visitor services and interpretation”, ”characteristics and benefits”, ”visitor prohibited behaviors”, and ”tourism use limitations”. These dimensions explained 59.22% of the variance of the factors on which they were loaded. Through frequency analysis, the majority of respondents stated that their level of satisfaction was very satisfied (36.0%) or satisfied (57.2%), and the majority of respondents also showed a revisit desire with 49.2% hoping very much to revisit and 46.0% hoping to revisit. Generally, Fushan Botanical Garden is very attractive to visitors due to the high-quality ecotourism services provided.

並列關鍵字

service quality ； visitor satisfaction ； Fushan Botanical Garden